Donuts After Dark: A Late-Night Revolution at Square Donut

A Viral Tease and the Promise of Something More If you've been paying attention, you’ve probably seen a buzz growing about Donuts After Dark. The viral video of Jack Pooley’s silhouette standing in the darkened Square Donut shop on West Maple in Omaha—just before he flips the open sign, sets up the umbrellas and ignites the lights—is a scene that feels like something out of a movie. The contrast between the quiet, closed bakery and the sudden burst of life is mesmerizing. ADDRESS: 15825 W Maple Road, STE 104 DATE: October 18th TIME: 9:30 - 11:30 PM

Not Just Donuts—A Movement

This isn’t just about donuts; this is a statement, a subtle rebellion against the norm. It’s a reminder that when the world goes dark, there’s still light in the simplest, most unexpected places. And let’s be honest: there’s something deeply poetic about late-night donuts, especially when they come from Square Donut. Founder Elizabeth Pooley and her son Jack are creating more than just a place to buy sugary treats; they’re creating a movement, a space where people can gather, share a laugh, and indulge in the finest square-shaped confections Omaha has to offer.

Simple transforms into legendary. ~ Elizabeth Pooley, Founder of Square Donut

Tomorrow night, October 18th, from 9:30 to 11:30 p.m., Square Donut is hosting its first-ever Donuts After Dark event. The draw? Glazed donuts. Simple, yes. But in the hands of Pooley, simple transforms into legendary. Image Credit: Chris Tierney

Community, Connection, and Late-Night Cravings

This isn’t just about late-night cravings—this is about community. Pooley herself is a fixture in Omaha, supporting other local businesses like Porky Butts BBQ, showing up for their 5th anniversary, and lending her voice to the small business scene. People like her, blending passion and perseverance, make Omaha a city with a soul. At Square Donut, there’s no corporate pretense, no cookie-cutter approach. Just fresh, hand-crafted donuts, glazed with intention, served up by a family that’s been through the wringer and come out stronger. Pooley’s story isn’t just one of entrepreneurial success—it’s one of grit. She built Square Donut in the middle of a storm—literally and figuratively. COVID shutdowns, family illness, a house fire, and through it all, the people of Omaha showed up.

Join the Movement at Donuts After Dark

Now, it’s time to show up again. Donuts After Dark at Square Donut promises to be a special moment—a chance to break from the routine, grab a dozen or half-dozen, and support a local gem. There’s something undeniably rebellious about eating a donut at 10:00 p.m., under the night sky. It’s a celebration of everything Pooley and Square Donut stand for—perseverance, community, and a bit of sweet defiance. So, tomorrow night, don’t just stay in. Go out, grab a square, and remind yourself that sometimes, the best moments happen after dark. (Sign up for the Omaha Food Magazine newsletter here!)